Articlr

Tomatoes + spices + high fructose corn syrup = ketchup. Right? Pretty much. For the most part we can agree that all brands of ketchup are made of essentially the same ingredients. So, how does one brand distinguish itself from all the other ketchup bottles on the shelf?

Tagline: "Worth the Wait"

Ad copy: "Slowest ketchup in the West" (See it on youtube.com)

Ad theme song: "Anticipation" by Carly Simon

The packaging is now designed to accommodate this well-established attribute. Heinz changed the orientation of the bottle such that it is stored upside down. Still rich and thick, but now-no waiting.

Heinz captures 50% of the ketchup market by branding itself around a single attribute, being slow. What can we learn about branding ourselves, or our small businesses, from the Heinz ketchup example?

Can you accept that in the workplace (or the marketplace) you are no different than ketchup? No matter what you do-trainer, HR specialist, engineer, teacher-there are many other people who essentially do the same thing and have similar credentials (or ingredients) as you. So, what attributes make you different and special in your marketplace? Keep in mind that Heinz is not going after everyone who likes ketchup. Their target market is consumers who prefer thicker, heartier ketchup. If you like soupy or runny ketchup, you're not reaching for the Heinz.

It is important to understand that "distinguishing yourself" does not mean you are the only person in your organization, or marketplace, with these attributes or characteristics. Heinz is not the only thick, hearty ketchup on the shelf. They were just first to be distinguished in that manner and now they own the brand distinction of being "the slow ketchup," or the "thicker ketchup." So, in branding yourself, you are simply pointing out how you want to be characterized.

We also learn from Heinz that we must establish a leadership role in our field. A simple way to brand yourself, whether you are an entrepreneur or an employee looking to rise above the fray, is to establish a leadership role in your field; gain visibility for the leadership role; and be consistent in your approach to the marketplace.

To illustrate the point, here is example of a personal branding strategy to win a sales director's position.

GOAL: Become Director of Sales

TARGET: Vice President Sales

Additional tactics can be added, but here are a few to get started:

Leadership

Distinguish yourself in the top tier of sales producers within your organization or industry

Visibility

Volunteer to provide sales training for new recruits or under-performers within the organization.

Volunteer to create a sales "training tips" manual.

Participate in formal management training programs and/or seminars.

Consistency

Continue to deliver on top tier performance numbers.

Identify an industry organization that buys your product and get active; consistently participate in meetings, network, and/or take on a leadership position.

Here are a few questions to consider:

How do you distinguish yourself in your marketplace? How do you define your target market and what does the target care about? Are your special attributes apparent to your target market when you are delivering your products or services?

Do you work to strategically gain visibility for your leadership role? Or, are you the best kept secret? Who are your brand builders? Do your brand builders know about your recent successes?

Famed management consulting guru, Peter Drucker said it best, "Branding, by its very nature is not optional. If you do not position yourself in people's minds, they will do it for you."

Personal branding to enhance your career is not an option.